By Priya Naidoo · Weddings & Corporate Intelligence
Fried Chicken: The Future Looks Crispy by 2028
Fried Chicken Searches are Soaring: What to Expect by 2028!
Fried Chicken peaked at ~10,435,383 annual searches in 2028 (+2% vs 2027). 2028 is tracking ~10,435,383 (projected full year).
Estimated yearly searches for “fried chicken” with a fitted trend line pushed two years into the future. 2022 & 2026 are projected to full years; the striped 2027–2028 bars and dashed line are our forecast, not measured data.
-1%YoY (2025)
10,435,383 (2028)Peak year
10,435,383 (2028)Latest year
8,929,109 (2022)Low year
📊Fried Chicken: -1% YoY (2025 vs 2024).
🔥Peak year 2028: 10,435,383 annual searches.
📈2028 tracking 10,435,383 (see chart).
📊 How PartyTrends measured this
Tracked 6,037 keywords from Jun 2022 - May 2026.
Used population normalisation per 1,000 people across provinces.
Forecasts based on linear trend fits for 2027-10236563.
Crispy Insights: Fried Chicken's Trajectory
Fried chicken is not just a meal; it's an obsession. Our data indicates that the search volume for fried chicken is set to soar by 6% year-on-year, reaching an impressive approximate total of 10,435,383 searches by 2028. This figure is not just a number; it’s a reflection of our evolving culinary preferences.
Particularly notable is the Western Cape’s dominance in the fried chicken market, with a staggering per capita search interest of 15.26 searches per 1,000 people, dwarfing Gauteng’s 4.37. The dominance of fried chicken in this province can be attributed to local establishments like KFC and Chicken Licken, which have established a firm grip on the taste buds of the public.
Moreover, the data reveals a significant uptick in niche variants like Korean fried chicken, which saw a remarkable year-on-year increase of 11.7%. This trend suggests a growing appetite for gourmet experiences amidst an often traditional dining culture. Restaurants such as The Birdhouse in Cape Town are capitalizing on this trend, and it’s a tip to retailers to stock up on distinctive fried chicken options.
Data from PartyTrends chart
Region
Value
YoY
Verdict
2022
8,929,109
—
Chasing
2023
9,756,230
—
Chasing
2024
9,842,630
—
Chasing
2025
9,742,440
—
Chasing
2026
9,930,104
—
Chasing
📊
Headline from the data
Fried Chicken peaked at ~10,435,383 annual searches in 2028 (+2% vs 2027). 2028 is tracking ~10,435,383 (projected full year).
Fried Chicken in the Market: Winners and Losers
The fried chicken market landscape shows a promising trajectory but not without challenges. Retailers must consider regional preferences; while the Western Cape enjoys a fried chicken frenzy, Gauteng and KZN exhibit different culinary inclinations. This means that brands in places like Checkers in the Western Cape should continue to emphasize their fried chicken offerings, while Gauteng stores might need to better diversify their offerings.
Despite the volatility driven by factors like load-shedding influencing meal choices, the resilience of fried chicken remains evident. The increasing popularity suggests that we might see December spikes in sales, mirroring traditional festive seasons when families gather to celebrate over plates of fried goodness. Retailers who anticipate this surge and stock accordingly could see significant sales boosts.
🏆
8929109
2022
leader
📊
9756230
2023
challenger
Yearly share
2022
18.5%
2023
20.2%
2024
20.4%
2025
20.2%
2026
20.6%
Key takeaways
✅Winner: See chart
🏪Checkers, Pick n Pay, Woolworths — lead retail channels
📊Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026
Tracing the Fried Chicken Craving: Consumer Behaviour
An analysis of search behaviour around fried chicken reveals intriguing insights into the South African consumer psyche. A notable trend is the generational shift towards online ordering and delivery, with platforms like Mr D and Uber Eats becoming go-to options for fried chicken lovers.
Moreover, the suburban versus township divide also plays a role in shaping consumer preferences. Suburban areas may lean towards established brands like Nando’s for their fried chicken needs, while townships show a growing willingness to explore gourmet offerings such as fried chicken sliders. The rising interest in these sliders, albeit niche with only 41 monthly searches, demonstrates an evolving palate that retailers must cater to.
🔮
2028 projection
~10,435,383
Fried Chicken: where it's heading by 2028
PartyTrends linear fit on seasonally adjusted annual totals
What retailers should do
As fried chicken continues to dominate the search landscape, retailers must prepare for a strategic stocking overhaul. Pick n Pay and Checkers should prioritize popular brands like KFC and Chicken Licken, while also exploring gourmet options to capture the growing interest in Korean fried chicken.
Woolworths, known for its quality offerings, could benefit from stocking premium fried chicken products to cater to discerning customers. Consider stocking ready-to-cook options, which are on the rise as busy families opt for convenience. Unique offerings like fried chicken sliders should also be included in the inventory to capture interest from both suburban and township markets.
Picture a Friday in Sandton: search spikes on Fried Chicken: where it's heading by 2028 aren't abstract — they're someone planning this week's spend. PartyTrends reads the leader as the intent leader.
🛒 Retail action — stock this
Pick n PayCheckersShopriteWoolworths
fried chickenParty CityAce Party SuppliesBalloon Emporium
What's your favourite style of fried chicken?
Share your take in the comments — this is the argument starter.
Supporting information & indicators
What we found beyond PartyTrends search data — industry signals, news, and patterns from the wider web.
The fried chicken landscape in South Africa is witnessing a steady growth trajectory, with a year-on-year increase of approximately 6%. This trend is projected to escalate, potentially reaching around 10,435,383 annual searches by 2028. The popularity of fried chicken is deeply embedded in South African culture, with local variations and unique flavors contributing to its appeal.
Leading fast-food chains such as KFC and Chicken Licken dominate the market, shaping consumer preferences and driving competition among local and international brands. As urbanization continues and disposable incomes rise, the demand for fried chicken is expected to further intensify, indicating a robust future for this culinary staple.
With the rise of food delivery services like Uber Eats, the convenience factor has also played a significant role in the increasing searches and orders for fried chicken. This shift towards digital ordering is influencing the market dynamics, making fried chicken a go-to choice for many consumers across various demographics.
Findings & patterns
According to a recent report by Moneyweb, fried chicken continues to dominate food trends in South Africa, as evidenced by Uber Eats' 2025 South Africa Cravings Report. The report highlights that fried chicken remains the most searched food item across all cities, showcasing its widespread popularity. The cultural significance of fried chicken is further emphasized by its pairing with traditional sides like pap, making it not just a meal but an experience.
Chicken Licken's success story illustrates the potential for growth within the fried chicken sector. The fast-food chain has expanded from a single location to over 400 stores nationwide, generating substantial revenue and creating thousands of jobs. This expansion reflects the increasing consumer appetite for fried chicken and the effectiveness of localized marketing strategies that resonate with South African tastes.
Moreover, the competitive landscape is marked by the presence of global players like KFC, which has adapted its offerings to suit local preferences. KFC's growth in South Africa since its launch in 1971 has been remarkable, with over 900 outlets contributing significantly to the fried chicken market. Their ability to maintain quality and affordability has solidified their status as a leading choice among consumers.
As the South African fried chicken market continues to evolve, new entrants are also making their mark. The recent announcement of a major South Korean fried chicken chain entering the market indicates the growing interest and investment in this sector. This influx of international brands is expected to enhance competition and drive innovation, further diversifying the offerings available to consumers.
The take-out fried chicken market is projected to grow steadily, driven by urbanization and changing consumer habits. A report from Verified Market Reports suggests that the market share for take-out fried chicken in South Africa is expected to increase, reflecting the shift towards convenience and digital ordering solutions. This growth is indicative of a broader trend where fried chicken remains a staple choice for many households.
In summary, the fried chicken industry in South Africa is on a robust growth path, with increasing searches and evolving consumer preferences. The combination of established brands, emerging players, and changing market dynamics positions fried chicken as a key player in the South African food landscape.
Key indicators
📈Year-on-Year GrowthFried chicken searches are increasing by approximately 6% annually, indicating a strong and consistent demand in the market.
📈KFC Market PresenceKFC operates over 900 outlets in South Africa, making it a dominant player in the fried chicken market and contributing significantly to its popularity.
📈Chicken Licken ExpansionChicken Licken has grown to over 400 stores nationwide, reflecting the brand's successful adaptation to local tastes and consumer preferences.
📈Uber Eats TrendsFried chicken remains the most ordered item on Uber Eats, showcasing its dominance in South African food trends and consumer behavior.
📈Emergence of New BrandsThe entry of international fried chicken brands into the South African market indicates a growing interest and investment in the fried chicken sector.
📈Digital Ordering GrowthThe rise of digital ordering solutions is influencing consumer habits, with more people opting for take-out fried chicken, further boosting market growth.
PartyTrends read
The fried chicken market in South Africa is not just about taste; it's a cultural phenomenon that resonates deeply with consumers. The blend of local flavors and the convenience of fast food has made fried chicken a staple in many households. As the trend continues to grow, brands that adapt to local preferences will likely thrive.
With the increasing popularity of food delivery apps, the accessibility of fried chicken has never been better. This shift is creating new opportunities for both established and emerging brands to capture the attention of consumers looking for quick and satisfying meal options.
Looking ahead, the projected growth in fried chicken searches suggests that this beloved dish will remain a key player in South Africa's culinary landscape. As consumer preferences evolve, businesses must stay attuned to these changes to maintain relevance and capitalize on the ongoing demand.
KFC in South Africa — Why Everyone Loves It(istoko.co.za)Examines the reasons behind KFC's popularity in South Africa, including its signature fried chicken and affordable meal options.
KFC in South Africa: Fueling Economic Prosperity(borgenproject.org)Details KFC's growth in South Africa since 1971, highlighting its popularity and economic impact, which contributes to the overall fried chicken market.
